For the longest time, the process has always been the same. A company launches a website before they consider their content marketing strategy. They also think that the strategy includes a lot of video content and blogs published on other sites. To some extent, they are right but these things aren’t the only pillars that make up a strategy.
The website that one uses is also important to a digital marketing strategy. It is an information architecture that aids navigation and user flow, ensuring that the content marketing efforts are successful.
If the navigation aspects of the website are not optimized for searching, then you could lose potential conversions and traffic.There is a certain approach to theinformation architecture of a website, that can be optimized for higher inbound traffic and engagement.
What is information architecture?
The information architecture is a method of structuring and organizing all of the content present on websites. It even includes the social media, mobile, and web applications software too. All of these components have to be arranged into something that canbe easily understood.
Organizing the content on a website makes it easier for the user to adjust the functionality of products and get what they require without much effort. This content structure depends on certain factors: focusing on the needs of the target audience as user satisfaction is a priority, the type of product being sold, and the offers that companies are giving out.
When one compares the structures on a blog site and a retail site, there are marked differences because both sites are made for achieving different objectives.
The information architecture and content marketing strategy
Prior to developing and publishing the content on your site, it is important to know what kind of content that the target audience likes and the best ways to organize it. In order for this part to be successful, the information architecture has to be perfect. This refers to the way that visitors to your site will access the content that they want to see and complete various actions on the site.
When a company sets up a new website, they work on optimizing it primarily for conversions and search reasons. The key to this is, to begin with, the information architecture
Information architecture plays a very important role in making the site a success, and how well your digital marketing strategy performs. It controls how the content on the pages is organized in the navigation bar.Information architecture can even determine how that content gets labeled in breadcrumbs, on other links and it navigated to, from other pages.
Difference between the UX and the information architecture
One can see why information architecture is often confused with UX. They both are intended to create a nice experience for the site visitors. But it is the information architecture that comes first before the UX designing can begin.
The content strategist generates the information architecture of a website into the sitemap. This plan is utilized in UX designing as the website is being created. Businesses can benefit from building an architecture that’s easy to use and strategizing the information on the site. It reduces the bounce rate to a great extent and leaves a positiveexperience with the users.
Organized site presentation
It only seems like information architecture is complex, but it’s easy because all one has to do is think of logical ways to organize the pages on the site.
Simplicity is the first step, where the site navigation is to be kept as straightforward as possible.This excludes the addition ofunnecessary distractions that hamper a user from finding the things they need, the buttons to be clicked, or the forms that have to be filled.
The same rule applies to the designing of thenavigation bar, which should maintain a fewer number of items. It should sensibly group pages and be connected to one another.
One aspect that requires a lot of strategic thinking isinternal linking. Encourage users to move to other pages and build conversion by giving them more links they can click on. This internal linking helps the user to move from a point of casual browsing to productconsideration.
Carry on with simultaneous research of theindustry that your business is in. This keeps you updated on how the competitors are organizing and presenting theircontent. Next, one has to develop a concretedigital marketing strategyto help thesite get more visibility online.
Careful planning out of that strategy while keeping the information architecture as the main focus can help the site make a real impact. It can even help in delivering more value to the industry and attract a lot ofbusiness.
Information architecture for sales generation
A positive experience helps users see the brand in a new light, and can even result in more opportunities for new customers. This is why information architecture is important for lead generation – and to get this part right the digital marketing strategy team has to understand the sales funnel and a consumer moves through that process.
Sales are one more factor that influences the designing of theinformation architecture meant for a site. It also represents all of the solutions that are being offered to the consumers. When a user clicks and loads the main home page, product page, or service page of a site, their intention is to carry out some buying actions.
These actions include making a purchase online or filling out lead forms, and this is why most of these pages include high conversion rates.So, the focus then shifts to the content on those pages and the keywords they have.
All the blogs, media, and other content focus on thought leadership – so consumers can have more information that can help them narrow down their searches. What the content marketing strategy professionals choose to add is that content can vary from using products, news related to the industry, and anything that is specific and relevant to the niche.
Merging appropriately themed content on the site pages and smoothen out the sales funnel. The aim of a content marketing strategy is to understand where the visitors are along this sales funnel and then give them content that matches their intentions.